Montefiore Einstein Launches Heartwarming Holiday Short Film by Alto

Premier academic healthcare system Montefiore Einstein wants to create a genuine connection with audiences through its newly launched holiday campaign.

Together with creative agency Alto, the acclaimed academic medical center has launched "The Rarest Stars Shine Brightest," a short film raising awareness about Montefiore Einstein as a leading organization in rare diseases.

Debuting at the Macy's Thanksgiving Parade, the three-minute film tells the story of a group of kids with rare diseases as they become the heroes of the holiday season after New York experiences a citywide blackout. 

The children who save the day à la "The Goonies" and "E.T." suffer from the following rare diseases:

• Piebaldism
• Achondroplasia
• Amplified Musculoskeletal Pain Syndrome
• Spondyloepiphyseal Dysplasia Dwarfism
• Ehlers-Danlos Syndrome

The film paints a poignant picture of their bravery and resilience as they fight their diseases in real life. 

 

 

 

 

 

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Alto Founder and Chief Creative Officer Hannes Ciatti said in a statement that "the biggest gift we can receive is our health," and Montefiore Einstein's holiday film is a celebration of that. 

The latest from the organization and agency serves as an honest display of Montefiore Einstein's brand identity, showing everyone its advocacies and what it stands for through a fresh and heartwarming holiday tale.

The film is also a testament to what partnering with the right agency could do, producing high-quality results the way seasoned professionals do.

Sick Kids Save the Day 

Directed by acclaimed director Steve Rogers, the spot starts off with Mrs. Bottichelli's hamster getting loose, chewing the wiring, and sending a surge of power that would cause a major outage in New York City.

"Luckily, no one's got more grit than a group of kids with rare diseases," says the narrator.

We then meet the crew of friends plotting to save the city from darkness: Books, Sticks, Gauge, Mad Hatter, and Moose — all of which had their own unique talents. 

They then plan to go to space and gather as many stars from the Alpha Centauri as they could carry to light up the city. 

 

 

 

 

 

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In Big G's Auto, the five create a special rocket fit for planetary travel, board it, and head to space, where they face rogue asteroids en route. But with teamwork, they get past the hurdle and gather stars to bring home. 

Despite a crash landing, the kids make it back safely and set the stars free into the New York sky.

"As it turns out, the brightest stars are just a bunch of kids who believed in themselves," Mad Hatter says, as the spot ends.

Previously, Save Wild Tigers also launched an awareness campaign starring the voice of British actor Ray Winstone as "Ray the Rug."